Repositioning: Marketing in an Era of Competition, Change, and Crisis / Edition 1

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Overview

The marketplace is changing. Are you?

So you’ve mastered the art of marketing. You’ve positioned your company, branded your

product, and targeted your consumer. Unfortunately, in today’s economy, that’s not enough.

You need REPOSITIONING.

A brilliant new approach to consumer psychology and corporate identity, this groundbreaking—

and game-changing—guide shows you how to . . .

RETHINK your current marketing

REFOCUS your consumer branding

REASSESS your company’s strengths

REPOSITION your corporate identity

RECLAIM your competitive edge

Read More Show Less

Product Details

  • ISBN-13: 9780071635592
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 10/9/2009
  • Edition number: 1
  • Pages: 224
  • Sales rank: 700,415
  • Product dimensions: 8.60 (w) x 5.80 (h) x 0.77 (d)

Meet the Author

Jack Trout is president of Trout & Partners, a worldwide marketing firm with headquarters in Connecticut and offices in 13 countries. With Al Ries, he coauthored the marketing classic Positioning and the bestsellers

Marketing Warfare and The 22 Immutable Laws of

Marketing. Trout’s books have been translated into

16 languages, including the BusinessWeek bestseller

The New Positioning. You can visit his Web site at

www.troutandpartners.com.

Steve Rivkin is a naming expert with Trout & Partners

and coauthor of three books with Jack Trout. He is founder

of Rivkin & Associates LLC, a marketing and communications

consultancy in Glen Rock, N.J. Visit Steve at

www.rivkin.net.

Read More Show Less

Table of Contents

Chapter one: Perception is reality.

Chapter two: Evolution is reality.

Chapter three: How to evolve.

Chapter four: When to evolve.

Chapter five: Internal evolution.

Chapter six: Repositioning takes time.

Chapter seven: Repositioning as a competitive weapon.

Chapter eight: Using a negative to set up a positive.

Chapter nine: Repositioning in politics.

Chapter ten: Repositioning in business.

Read More Show Less

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Sort by: Showing 1 Customer Reviews
  • Posted May 31, 2010

    more from this reviewer

    Helpful repositioning strategies

    "This turned out to be a difficult book to write because I've already written so much on the subject.Readers of my work might recognize some things I've mentioned in one of my 15 other books." So reads the opening lines of marketing maven Jack Trout's guide to repositioning. This defeatist introduction doesn't exactly promise much in the way of ingenuity or innovation. However, when you peruse this book, a follow-up to the business classic Positioning: The Battle for Your Mind, it quickly becomes clear why Trout is in great demand as a speaker. The book reads like a marketing presentation. In a dynamic and engaging way, Trout, with the aid of marketing consultant Steve Rivkin, explains how repositioning can help you differentiate your brand from your competition, manage change and deal with crises. The book is filled with marketing war stories of successes and failures, with an occasional (if a tad egotistical) aside - such as, "If only they had taken my advice." - thrown in. Although full of colorful real-life case studies, it is, at times, short on tactics and applicable advice. getAbstract recommends Trout's previous bestseller to those who are new to marketing and this sequel to anyone who desires a refresher course.

    Was this review helpful? Yes  No   Report this review
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